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Wilene van Greunen
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'Direct mail offers best ROI' - survey
A survey of market professionals conducted by Advertising Age has revealed that direct mail was the most favoured strategy to increase ROI, while the Internet came in second. A majority of respondents said current ROI measurement tools are inadequate, and 33% of CEOs surveyed said proving ROI should be the responsibility of ad agencies.
Source: www.adage.com
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